Shana Malta and Animal Diaries TV programme have teamed up to collect funds for a several local animal sanctuaries.
The campaign was launched at the Shana store in Naxxar Road, Birkirkara, in the presence of Minister George Pullicino.
Shana Malta has set up collection points within its outlets, and the company will double every cent collected.
Animal Diaries is a leading TV programme which aims to create awareness of animal welfare issues.
Its presenter, Moira Delia, cautioned the public not to give pets as presents because this increases the risk of unwanted animals being abandoned or mishandled.